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Watch the full presentation links.spaceapegames.com/liveops
Watch the full presentation links.spaceapegames.com/liveops
Watch the full presentation
links.spaceapegames.com/liveops
Watch the full presentation links.spaceapegames.com/liveops
LIVE OPS MANAGER,
ANDREW MUNDEN
Watch the full presentation links.spaceapegames.com/liveops
Introduction
Watch the full presentation links.spaceapegames.com/liveops
Who am I?
2011
2013
2014
Watch the full presentation links.spaceapegames.com/liveops
Who am I?2015
Watch the full presentation links.spaceapegames.com/liveops
Live Ops 101
Watch the full presentation links.spaceapegames.com/liveops
What is Live Ops?
A Bit More Detailed...
Design, create, and execute events and promotions to maximize
revenue and player ...
Live Ops Workflow
Framework
Database
Design
Validation
Ape Work
Game
Community
Watch the full presentation links.spaceapeg...
Live Ops Design
● Frameworks
● Estimated
Value
● Design
Watch the full presentation links.spaceapegames.com/liveops
Value
Frameworks
Framework
● Provide Consistency
● Broad Balancing
● Feeds Into Others
Tools
Item T
Dimensions of Value
● ...
EV and Design
sum()
Watch the full presentation links.spaceapegames.com/liveops
Events vs. Monetisation
Type Event Monetisation
Item / Currency Sink High None
Item / Currency Tap Low High
Generates Gros...
Cadence
Watch the full presentation links.spaceapegames.com/liveops
Space Ape Live Ops
Highly Technical
Live Operations
Planning Board
Watch the full presentation links.spaceapegames.com/liv...
F
Live Ops Cadence
I II III IV
E $
E
$
F
E $ F E
$ F
E - Engagement $ - Gross Bookings F - Player Fatigue
Event Rating Sys...
Content
Watch the full presentation links.spaceapegames.com/liveops
What is content?
Game elements that can be
consumed by players.
Examples:
● Characters / Robots
● Consumable Boosts / Poti...
What is content?
Consistently
Hitting 70%+
Event
Participation
Watch the full presentation links.spaceapegames.com/liveops
Content Drives Revenue
Watch the full presentation links.spaceapegames.com/liveops
Content Drives Revenue
Force of Nature
Malice Event Wyrm's Gambit
Birna Event
Ascended Alandra
Scorched Earth
Watch the fu...
Gacha
Rival Kingdoms Transformers
Rarities Yes (Now) Yes
Duplicate
Handling
Yes Yes+
More = Better No Yes
A Brand No Yes
W...
So, about the bots?
Watch the full presentation links.spaceapegames.com/liveops
LIVE OPS: LIFECYCLE MANAGEMENT
Event Release Bundles
Premium
Crystal
Pool
Free
Crystal
Pool
New Bot
Bot Crystal Sale
4 Wee...
Questions?
Watch the full presentation links.spaceapegames.com/liveops
HEAD OF ANALYTICS,
FRED EASEY
Watch the full presentation links.spaceapegames.com/liveops
A brief history of targeting
Nov 2016
Watch the full presentation links.spaceapegames.com/liveops
V1. The Stone Age: Shop only
• IAPs only displayed
on shop page
• Bulk discount
offered for higher
spend
Watch the full pr...
V1. The Stone Age: Shop only
• Multiple price points offered, player
will usually see a price they are
happy to buy
• Bulk...
V1. The Stone Age: Shop only
Interesting side-point: the
bulk-buy discount for casino
games is insane, more like
1000% EV ...
V2. The Iron Age:Time limited bundles
Time-limited bundle of
in-game items offered,
with much higher EV*
than regular shop...
V2. The Iron Age: Time limited bundles
Revenue (All Users)
DailyRevenue($)
Live Event + Themed event bundle
generated the ...
● Supercell
recently added
time-limited
bundles to
Clash Royale
● Very good UI
sign-posting
● Triggers on
new arenas +
spe...
V2. The Iron Age: Time limited bundles
10th Grossing
Top Grossing
Bundles
Launched
Watch the full presentation links.space...
V2. The Iron Age: Time limited bundles
• Limited time to purchase + high EV +
high quality art = more players buy
than nor...
V3. The Steam Age: Timeline bundles
• Player sees a rotating
group of bundles
• Prices are targeted
based on the player’s
...
1 2 3 4 5 6 7 8 9
Non-spender
($0.00)
20 starter
launch
autobot
20 builder
autobot
20 premium
character
autobot
10 builder...
V3. The Steam Age: Timeline bundles
• Much better at upselling than single price-point bundles
• No product team curation ...
• When we analyzed the data,
we saw that mean previous
spend is a better predictor
than max spend, for
predicting next spe...
Coming next: The Rocket Age
M-L targeted bundles
Timeline bundles targeted
via machine learning to
maximize player LTV
$10...
• Each bundle is scored based on the chance of the player purchasing it
• The approach we are working on is separate model...
Questions?
Watch the full presentation links.spaceapegames.com/liveops
Watch the full presentation links.spaceapegames.com/liveops
PRODUCT MANAGER,
MITCHELL SMALLMAN
Watch the full presentation links.spaceapegames.com/liveops
Rival Kingdoms:
Trials, Tools, and Tricks in Live Ops
Watch the full presentation links.spaceapegames.com/liveops
A Little Context
● Slide with RK launch stats
Watch the full presentation links.spaceapegames.com/liveops
… but Rival Kingdoms had a problem.
● UA costs for RK were very high,
super dark fantasy plus core RTS
made it very expens...
More Trains… or more Track?
? ?
Watch the full presentation links.spaceapegames.com/liveops
The Track In Front Of The Train
● Changed our sales strategy to
event currencies (boosters)
that provide ease of acquiring...
Controlled Currencies
● Introduced “Mithril” in late
2015, Crafting in 2016
● Currency are capped or
distributed only in e...
Recipe of of a
Successful Elder Game Event
Watch the full presentation links.spaceapegames.com/liveops
A Choice of Spend and Activity
● Should be fun if you spend
$0, $5 or $100
● Should be fun if your alliance
has a wide mak...
Social Connection & Competition
● Requires some co-ordination
(this is fun)
● Keep in mind, heavy social
can exhaust playe...
Our Tools
Watch the full presentation links.spaceapegames.com/liveops
Live Event Config
● Allows us to change the
goals, rewards and
timings for an entire event
● If we use no new rewards
or a...
Live Bundle Tool
● Using standardized SKUs,
able to create bundles on
the fly
● The answer to the “what if
you have a weak...
Reward Systems
● We’ve also built tools for
frequent long term events
● In general, if we do
something frequently, we
try ...
Streaming Art
● Fresh Art = More
Excitement = Better
revenue
● If we need to pivot an
event and offer a new
item, we can s...
The Space Ape VIP Program
Watch the full presentation links.spaceapegames.com/liveops
Not Just Whales
● VIP includes streamers,
large Kingdom leaders
as well as large
spenders
● Increased communication
with d...
Data Analysis:
Day To Day
Watch the full presentation links.spaceapegames.com/liveops
Measure Twice, Cut Once
● See how much each
currency has changed after
event
● Key segments: progression
and spend tier
● ...
Measure Twice, Cut Once
● As your game gets
less DAU, averages
become less useful
● Frequently look at
smaller segments
an...
Questions?
Watch the full presentation links.spaceapegames.com/liveops
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Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 1 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 2 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 3 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 4 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 5 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 6 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 7 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 8 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 9 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 10 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 11 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 12 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 13 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 14 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 15 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 16 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 17 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 18 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 19 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 20 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 21 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 22 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 23 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 24 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 25 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 26 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 27 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 28 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 29 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 30 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 31 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 32 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 33 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 34 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 35 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 36 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 37 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 38 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 39 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 40 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 41 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 42 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 43 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 44 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 45 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 46 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 47 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 48 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 49 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 50 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 51 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 52 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 53 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 54 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 55 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 56 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 57 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 58 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 59 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 60 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 61 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 62 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 63 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 64 Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1 Slide 65
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Around half of the $80m revenue generated by Space Ape’s three mid-core build and battle games is attributable to in game events. By adopting a flexible forward looking approach to tools development Space Ape efficiently operates their games with very small non-technical teams maintaining major weekly content update cycles.

In this talk, Space Ape’s senior Live Ops specialists give a demo of their tools and workflows and share the content strategies that have allowed them to grow revenues whilst enabling the studio to focus the majority of its development capacity on creating new games and IP.

DESIGNING SUCCESSFUL LIVE OPS SYSTEMS IN FREE TO PLAY GACHA ECONOMIES
Space Ape shipped Transformers:Earth Wars in the Summer pre-baked with the community events tools that had worked so well in their previous game, Rival Kingdoms. However, they soon realised that many of the old tricks did not apply to the game’s gacha collection economy which had more in common with Kabam’s Contest of Champions than the linear economies of most Build and Battle games. In this talk Space Ape’s Live Ops Lead Andrew Munden (formerly Live Ops Lead at Kabam) will share the content strategies that work in gacha collection games as well as how to build a manageable content furnace and balance player fatigue in a sustainable way.

A BRIEF HISTORY OF IN-GAME TARGETING.
Analytics lead Fred Easy (ex Betfair, Playfish/EA) will share the evolution of his offer targeting technology from it’s belt and braces beginnings to sophisticated value based targeting and the transition to a dynamic in-session machine learning approach.

UNDER THE HOOD: RIVAL KINGDOM'S CMS TOOLS
Game changing content is introduced to Rival Kingdoms every month, with in game events at least every week. Product Manager Mitchell Smallman (formerly Rovio, Next Games) and Steven Hsiao (competitive StarCraft player turned community manager turned Live Ops lead) will demonstrate the content management tools that allow them to keep the game fresh for players without developer support. This will include the tools for configuring competitive events, inserting new content into the game as well as how they measure performance of the changes and optimise on the fly. Learn how these tools enabled them to grow revenue for 6 consecutive months with no marketing spend.

To find out more about the developer go to www.spaceapegames.com

Space Ape's Live Ops Stack: Engineering Mobile Games for Live Ops from Day 1

  1. 1. Watch the full presentation links.spaceapegames.com/liveops
  2. 2. Watch the full presentation links.spaceapegames.com/liveops
  3. 3. Watch the full presentation links.spaceapegames.com/liveops Watch the full presentation links.spaceapegames.com/liveops
  4. 4. LIVE OPS MANAGER, ANDREW MUNDEN Watch the full presentation links.spaceapegames.com/liveops
  5. 5. Introduction Watch the full presentation links.spaceapegames.com/liveops
  6. 6. Who am I? 2011 2013 2014 Watch the full presentation links.spaceapegames.com/liveops
  7. 7. Who am I?2015 Watch the full presentation links.spaceapegames.com/liveops
  8. 8. Live Ops 101 Watch the full presentation links.spaceapegames.com/liveops
  9. 9. What is Live Ops? A Bit More Detailed... Design, create, and execute events and promotions to maximize revenue and player happiness; while minimizing fatigue and content burn. ● Incredibly Agile ● Scrappy ● Adaptive Broad Definition Do what needs to be done for a live game to be successful. Watch the full presentation links.spaceapegames.com/liveops
  10. 10. Live Ops Workflow Framework Database Design Validation Ape Work Game Community Watch the full presentation links.spaceapegames.com/liveops
  11. 11. Live Ops Design ● Frameworks ● Estimated Value ● Design Watch the full presentation links.spaceapegames.com/liveops
  12. 12. Value Frameworks Framework ● Provide Consistency ● Broad Balancing ● Feeds Into Others Tools Item T Dimensions of Value ● Number of Angles ● Length of Sides ● Symmetry Modifiers Number of Angles = 80% Length of Sides = 20% Symmetry = 50% $1.00 $1.50 $1.00 * (80%+20%+50%) a=b=c Watch the full presentation links.spaceapegames.com/liveops
  13. 13. EV and Design sum() Watch the full presentation links.spaceapegames.com/liveops
  14. 14. Events vs. Monetisation Type Event Monetisation Item / Currency Sink High None Item / Currency Tap Low High Generates Gross Bookings Low - High High Engagement High Low Fatigue Low - High Low - High ● Not Mutually Exclusive ● Complimentary Monetisation & Events are Best ● Both Share Strong Similarities with Each Other ● Spending Fatigue != Playing Fatigue; but is still very real! Watch the full presentation links.spaceapegames.com/liveops
  15. 15. Cadence Watch the full presentation links.spaceapegames.com/liveops
  16. 16. Space Ape Live Ops Highly Technical Live Operations Planning Board Watch the full presentation links.spaceapegames.com/liveops
  17. 17. F Live Ops Cadence I II III IV E $ E $ F E $ F E $ F E - Engagement $ - Gross Bookings F - Player Fatigue Event Rating System Month I II III IV IV IVIV I I I III III II IV Adapts and changes dependent on: ● Content Pipeline ● Event & Sales Data ● Player Feedback ● New Features Watch the full presentation links.spaceapegames.com/liveops
  18. 18. Content Watch the full presentation links.spaceapegames.com/liveops
  19. 19. What is content? Game elements that can be consumed by players. Examples: ● Characters / Robots ● Consumable Boosts / Potions ● Dialogues / Cutscenes ● Campaign Levels Watch the full presentation links.spaceapegames.com/liveops
  20. 20. What is content? Consistently Hitting 70%+ Event Participation Watch the full presentation links.spaceapegames.com/liveops
  21. 21. Content Drives Revenue Watch the full presentation links.spaceapegames.com/liveops
  22. 22. Content Drives Revenue Force of Nature Malice Event Wyrm's Gambit Birna Event Ascended Alandra Scorched Earth Watch the full presentation links.spaceapegames.com/liveops
  23. 23. Gacha Rival Kingdoms Transformers Rarities Yes (Now) Yes Duplicate Handling Yes Yes+ More = Better No Yes A Brand No Yes Watch the full presentation links.spaceapegames.com/liveops
  24. 24. So, about the bots? Watch the full presentation links.spaceapegames.com/liveops
  25. 25. LIVE OPS: LIFECYCLE MANAGEMENT Event Release Bundles Premium Crystal Pool Free Crystal Pool New Bot Bot Crystal Sale 4 Weeks 3 Weeks 2-3 Weeks Watch the full presentation links.spaceapegames.com/liveops
  26. 26. Questions? Watch the full presentation links.spaceapegames.com/liveops
  27. 27. HEAD OF ANALYTICS, FRED EASEY Watch the full presentation links.spaceapegames.com/liveops
  28. 28. A brief history of targeting Nov 2016 Watch the full presentation links.spaceapegames.com/liveops
  29. 29. V1. The Stone Age: Shop only • IAPs only displayed on shop page • Bulk discount offered for higher spend Watch the full presentation links.spaceapegames.com/liveops
  30. 30. V1. The Stone Age: Shop only • Multiple price points offered, player will usually see a price they are happy to buy • Bulk-buy discount encourages players to purchase higher value IAPs • Players average transaction size tends to stay around the same level for subsequent transactions • Shop is tucked away in the HUD, players need to actively search for it to find it Watch the full presentation links.spaceapegames.com/liveops
  31. 31. V1. The Stone Age: Shop only Interesting side-point: the bulk-buy discount for casino games is insane, more like 1000% EV vs 130% EV for non-casino games for top SKU They have much less of a content burn issue from giving more away, as players tend to scale their bets to their balance Watch the full presentation links.spaceapegames.com/liveops
  32. 32. V2. The Iron Age:Time limited bundles Time-limited bundle of in-game items offered, with much higher EV* than regular shop *EV = estimated value: value of bundle contents compared to normal shop Watch the full presentation links.spaceapegames.com/liveops
  33. 33. V2. The Iron Age: Time limited bundles Revenue (All Users) DailyRevenue($) Live Event + Themed event bundle generated the highest daily revenues Watch the full presentation links.spaceapegames.com/liveops
  34. 34. ● Supercell recently added time-limited bundles to Clash Royale ● Very good UI sign-posting ● Triggers on new arenas + special events V2. The Iron Age: Time limited bundles Watch the full presentation links.spaceapegames.com/liveops
  35. 35. V2. The Iron Age: Time limited bundles 10th Grossing Top Grossing Bundles Launched Watch the full presentation links.spaceapegames.com/liveops
  36. 36. V2. The Iron Age: Time limited bundles • Limited time to purchase + high EV + high quality art = more players buy than normal shop • Bundle toast “pops” during session, so all players will see it • One danger is players are trained to wait for sales and stop buying from the normal shop • Can lead to content burn issues if bundles are too generous • Relationship between bundle EV and conversion is not linear • Works best when combined with a live event Watch the full presentation links.spaceapegames.com/liveops
  37. 37. V3. The Steam Age: Timeline bundles • Player sees a rotating group of bundles • Prices are targeted based on the player’s historical spend Watch the full presentation links.spaceapegames.com/liveops
  38. 38. 1 2 3 4 5 6 7 8 9 Non-spender ($0.00) 20 starter launch autobot 20 builder autobot 20 premium character autobot 10 builder autobot 10 premium character autobot 20 battle 10 small alloy_energon 5 battle low-spender ($4.99-$9.99) 20 premium character autobot 100 battle 20 med alloy_energon 20 builder autobot 10 premium character autobot 20 battle 5 battle mid-spender ($19.99+) 100 builder autobot 100 premium character autobot 100 battle 40 large alloy_energon 40 premium character autobot 20 battle 10 builder autobot 20 premium character autobot 10 premium character autobot high-spender-1 ($39.99+) 100 premium character autobot 40 massive spark 100 battle 40 premium character autobot 100 builder 20 premium character autobot 100 massive alloy_energon 40 massive fuel_cells high-spender-2 ($200+ last 7D) 100 premium character autobot 40 massive spark 100 battle 100 builder autobot 100 massive alloy_energon 100 large fuel_cells V3. The Steam Age: Timeline bundles Watch the full presentation links.spaceapegames.com/liveops
  39. 39. V3. The Steam Age: Timeline bundles • Much better at upselling than single price-point bundles • No product team curation required after initial setup • The games we launched with timeline bundles generate more than 2x the LTV of the previous game that did not have timeline bundles • Work well in conjunction with time-limited bundles - the revenue will often stack rather than cannibalizing • Same dangers as single price bundles - danger of content burn and cannibalizes shop sales Watch the full presentation links.spaceapegames.com/liveops
  40. 40. • When we analyzed the data, we saw that mean previous spend is a better predictor than max spend, for predicting next spend amount lifetime_spend max_prev_tiers mode_prev_tiers median_prev_tiers mean+prev+tiers previous_tiers tiers_price lifetime_spend max_prev_tiers mode_prev_tiers median_prev_tiers mean+prev+tiers previous_tiers tiers_price - 0.2 0 0.4 0.6 0.8 1 0.2 - 0.4 - 0.6 - 0.8 - 1 Watch the full presentation links.spaceapegames.com/liveops
  41. 41. Coming next: The Rocket Age M-L targeted bundles Timeline bundles targeted via machine learning to maximize player LTV $10 Resource Bundle $20 Character Bundle $5 Builder Bundle $100 Character Bundle $40 Battle Bundle $10 Battle Bundle $100 Character Bundle $40 Battle Bundle $10 Battle Bundle Many different types of bundles created by product team (+re-purpose existing ones). Covers all permutations of price + type + EV Watch the full presentation links.spaceapegames.com/liveops
  42. 42. • Each bundle is scored based on the chance of the player purchasing it • The approach we are working on is separate models for price and type • Price based on previous bundle conversion (nearest-neighbours model) • Type based on what types sell well given specific player conditions (eg the resource bundle is more likely to be purchased by players running low on resources) • All bundles are assigned a % chance of purchase. We then multiply by bundle price to give an estimated return for each bundle and serve the one with highest return • A random element will be included to stop the system from stagnating on specific bundles Coming next: The Rocket Age M-L targeted bundles Watch the full presentation links.spaceapegames.com/liveops
  43. 43. Questions? Watch the full presentation links.spaceapegames.com/liveops
  44. 44. Watch the full presentation links.spaceapegames.com/liveops
  45. 45. PRODUCT MANAGER, MITCHELL SMALLMAN Watch the full presentation links.spaceapegames.com/liveops
  46. 46. Rival Kingdoms: Trials, Tools, and Tricks in Live Ops Watch the full presentation links.spaceapegames.com/liveops
  47. 47. A Little Context ● Slide with RK launch stats Watch the full presentation links.spaceapegames.com/liveops
  48. 48. … but Rival Kingdoms had a problem. ● UA costs for RK were very high, super dark fantasy plus core RTS made it very expensive to market ● This is where many would consider the game in serious trouble, but our ARPPUs were so high it seemed like there was plenty of life left Watch the full presentation links.spaceapegames.com/liveops
  49. 49. More Trains… or more Track? ? ? Watch the full presentation links.spaceapegames.com/liveops
  50. 50. The Track In Front Of The Train ● Changed our sales strategy to event currencies (boosters) that provide ease of acquiring new exclusive content during an event ● Diamonds moved as a sink in frequently updated gacha chests, while staying a core loop currency Watch the full presentation links.spaceapegames.com/liveops
  51. 51. Controlled Currencies ● Introduced “Mithril” in late 2015, Crafting in 2016 ● Currency are capped or distributed only in events ● Raise cap, sell more, change the balance, create new demand ● The key: Tied directly to events and live ops Watch the full presentation links.spaceapegames.com/liveops
  52. 52. Recipe of of a Successful Elder Game Event Watch the full presentation links.spaceapegames.com/liveops
  53. 53. A Choice of Spend and Activity ● Should be fun if you spend $0, $5 or $100 ● Should be fun if your alliance has a wide make up of different players with different behaviours ● Should feel achievable to all Watch the full presentation links.spaceapegames.com/liveops
  54. 54. Social Connection & Competition ● Requires some co-ordination (this is fun) ● Keep in mind, heavy social can exhaust players, it’s harder to turn down your friends than a game developer Watch the full presentation links.spaceapegames.com/liveops
  55. 55. Our Tools Watch the full presentation links.spaceapegames.com/liveops
  56. 56. Live Event Config ● Allows us to change the goals, rewards and timings for an entire event ● If we use no new rewards or art, we could create a complete event in a matter of minutes See video for live demo: https://youtu.be/Ct-885u1pAE?t=10m10s Watch the full presentation links.spaceapegames.com/liveops
  57. 57. Live Bundle Tool ● Using standardized SKUs, able to create bundles on the fly ● The answer to the “what if you have a weak event?” problem See video for live demo: https://youtu.be/Ct-885u1pAE?t=10m10s Watch the full presentation links.spaceapegames.com/liveops
  58. 58. Reward Systems ● We’ve also built tools for frequent long term events ● In general, if we do something frequently, we try to put it live See video for live demo: https://youtu.be/Ct-885u1pAE?t=10m10s Watch the full presentation links.spaceapegames.com/liveops
  59. 59. Streaming Art ● Fresh Art = More Excitement = Better revenue ● If we need to pivot an event and offer a new item, we can stream in the art instead of baking into content See video for live demo: https://youtu.be/Ct-885u1pAE?t=10m10s Watch the full presentation links.spaceapegames.com/liveops
  60. 60. The Space Ape VIP Program Watch the full presentation links.spaceapegames.com/liveops
  61. 61. Not Just Whales ● VIP includes streamers, large Kingdom leaders as well as large spenders ● Increased communication with devs is the primary benefit, not huge in game rewards, works both ways Watch the full presentation links.spaceapegames.com/liveops
  62. 62. Data Analysis: Day To Day Watch the full presentation links.spaceapegames.com/liveops
  63. 63. Measure Twice, Cut Once ● See how much each currency has changed after event ● Key segments: progression and spend tier ● What is the distance between segments? Watch the full presentation links.spaceapegames.com/liveops
  64. 64. Measure Twice, Cut Once ● As your game gets less DAU, averages become less useful ● Frequently look at smaller segments and distribution Watch the full presentation links.spaceapegames.com/liveops
  65. 65. Questions? Watch the full presentation links.spaceapegames.com/liveops
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    May. 9, 2017
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To view the accompanying video see http://links.spaceapegames.com/liveops Around half of the $80m revenue generated by Space Ape’s three mid-core build and battle games is attributable to in game events. By adopting a flexible forward looking approach to tools development Space Ape efficiently operates their games with very small non-technical teams maintaining major weekly content update cycles. In this talk, Space Ape’s senior Live Ops specialists give a demo of their tools and workflows and share the content strategies that have allowed them to grow revenues whilst enabling the studio to focus the majority of its development capacity on creating new games and IP. DESIGNING SUCCESSFUL LIVE OPS SYSTEMS IN FREE TO PLAY GACHA ECONOMIES Space Ape shipped Transformers:Earth Wars in the Summer pre-baked with the community events tools that had worked so well in their previous game, Rival Kingdoms. However, they soon realised that many of the old tricks did not apply to the game’s gacha collection economy which had more in common with Kabam’s Contest of Champions than the linear economies of most Build and Battle games. In this talk Space Ape’s Live Ops Lead Andrew Munden (formerly Live Ops Lead at Kabam) will share the content strategies that work in gacha collection games as well as how to build a manageable content furnace and balance player fatigue in a sustainable way. A BRIEF HISTORY OF IN-GAME TARGETING. Analytics lead Fred Easy (ex Betfair, Playfish/EA) will share the evolution of his offer targeting technology from it’s belt and braces beginnings to sophisticated value based targeting and the transition to a dynamic in-session machine learning approach. UNDER THE HOOD: RIVAL KINGDOM'S CMS TOOLS Game changing content is introduced to Rival Kingdoms every month, with in game events at least every week. Product Manager Mitchell Smallman (formerly Rovio, Next Games) and Steven Hsiao (competitive StarCraft player turned community manager turned Live Ops lead) will demonstrate the content management tools that allow them to keep the game fresh for players without developer support. This will include the tools for configuring competitive events, inserting new content into the game as well as how they measure performance of the changes and optimise on the fly. Learn how these tools enabled them to grow revenue for 6 consecutive months with no marketing spend. To find out more about the developer go to www.spaceapegames.com

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